Fiesta Mart
Fiesta Mart is a Texas-based Hispanic-focused grocery chain operating 59+ stores across Dallas, Fort Worth, Houston, and Austin. A subsidiary of Grupo Chedraui, it sells groceries alongside in-store dining, fuel, and remittance services to Latino communities.
- Company typePrivate
- Founded1972
- HeadquartersHouston, United States
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
What Fiesta Mart does
Fiesta Mart L.L.C. is a Texas-based grocery retail chain founded in 1972 that operates 59+ stores across the Dallas, Fort Worth, Houston, and Austin metropolitan areas. The chain is positioned as a Hispanic-focused grocer, operating bilingually in English and Spanish and stocking an assortment tuned to Latino culinary traditions, including specialty produce, meats, panadería, and other culturally relevant categories. Its customer base is overwhelmingly Texas Hispanic households seeking culturally aligned grocery options alongside mainstream packaged goods.
The business model is a multi-format retail platform that monetizes the shopper beyond the grocery basket. Beyond core grocery, Fiesta Mart operates in-store restaurants under the Pepe's Kitchen brand, offers financial services such as money remittance through a partnership with Ria Money Transfer, and runs fuel centers at select locations. The company has expanded into digital channels via its own e-commerce site and third-party delivery partnerships with DoorDash and Uber Eats, extending its reach beyond physical-store catchment areas. Ancillary services (dining, fuel, remittances) act as both traffic drivers and incremental margin pools.
Fiesta Mart is a wholly-owned subsidiary of Chedraui USA, Inc., which itself is part of Mexican retail conglomerate Grupo Chedraui. The parent-company relationship provides cross-border sourcing scale, private-label leverage, and capital backing, while the Texas operation focuses on Hispanic-format execution and multi-format retailing within its four core metros.
Fiesta Mart firmographics
Firmographics- Name
- Fiesta Mart
- Legal name
- Fiesta Mart L.L.C.
- Website
- https://fiestamart.com
- Company type
- Private
- Founded year
- 1972
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Fiesta Mart is a Texas-based Hispanic-focused grocery chain operating 59+ stores across Dallas, Fort Worth, Houston, and Austin. A subsidiary of Grupo Chedraui, it sells groceries alongside in-store dining, fuel, and remittance services to Latino communities.
- Ownership category
- akta.pro rank
Where Fiesta Mart is headquartered
LocationHeadquarters
- HQ city
- Houston
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Fiesta Mart business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Retail Grocery Sales: In-store retail sales of groceries including produce, meat, dairy, bakery, frozen foods, Hispanic products, and international items across 59+ Texas locations.
- E-commerce and Delivery: Online ordering through shop.fiestamart.com with same prices in store and online, plus third-party delivery partnerships with DoorDash and Uber Eats.
- Food Service (Pepe's Kitchen): In-store restaurant offering rotisserie chicken, fried chicken, family meals, party platters, and prepared foods for breakfast, lunch, and dinner.
- Financial Services: Financial Center partnership with Ria Money Transfer offering remittances, bill payment, check cashing, money orders, and more.
- Fuel Center: Quick stop fuel and refreshments at fuel center locations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Everyday Low Prices |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels6 records
Fiesta Mart product offering
Product offeringCore offering
Fiesta Mart operates a Texas-based supermarket chain of 59+ stores across Dallas, Fort Worth, Houston, and Austin, selling groceries, produce, meat and seafood, deli, bakery, frozen foods, dairy, and a distinctive assortment of Hispanic and international products. The stores also deliver in-store restaurant service (Pepe's Kitchen), financial services such as remittances and bill payment through a Ria Money Transfer partnership, and fuel at select Fuel Center locations, with online ordering via shop.fiestamart.com and delivery through DoorDash and Uber Eats.
Product overview
Fiesta Mart is a Texas-based grocery retail chain operated by Chedraui USA with over 59 stores in Dallas, Fort Worth, Houston, and Austin. The company offers a multi-channel shopping experience combining physical retail departments (groceries, produce, meat, seafood, deli, bakery, frozen foods, dairy, tortilleria, Hispanic products, international products, floral, and clothing) with digital services including e-commerce ordering, third-party delivery partnerships (DoorDash, Uber Eats), and in-store restaurant services (Pepe's Kitchen). Additional services include a Financial Center (Ria Money Transfer), fuel centers, weekly promotional ads, recipe content, and a customer feedback survey program.
Differentiator
Problem solved
Functional benefit
Brands
- Pepe's Kitchen: In-store restaurant concept serving rotisserie chicken, fried chicken, family meals, taco party platters, BBQ ribs, and chicken wings.
- Fiesta Financial Center
- Fuel Center
Products and services
- Grocery Departments Physical in-store retail departments offering groceries, fresh produce, fish and seafood, butcher, deli and cheeses, frozen foods, dairy, bakery, tortilleria, Hispanic products, international products, floral, and clothing and accessories for Texas consumers and families.
- Fiesta Mart E-Commerce Online grocery ordering platform enabling customers to shop Fiesta Mart's assortment for delivery or pickup, with the same prices in store and online, and EBT/SNAP acceptance for eligible items.
- DoorDash Delivery Third-party delivery service that lets customers order Fiesta Mart grocery and convenience items for delivery through the DoorDash platform, with EBT/SNAP acceptance for eligible purchases.
- Uber Eats Delivery Third-party food and convenience delivery service that lets customers order Fiesta Mart products through the Uber Eats platform for home delivery.
- Pepe's Kitchen In-store restaurant offering prepared foods such as rotisserie chicken, fried chicken, family meals, taco party platters, BBQ ribs, and chicken wing platters for dine-in or takeout.
- Fiesta Financial Center (Ria Money Transfer) In-store financial services center delivered in partnership with Ria Money Transfer, providing international money transfers to 160+ countries and territories, bill payment, check cashing, money orders, and prepaid card reloads.
- Fuel Center Quick-stop fuel and refreshment locations at select Fiesta Mart sites, offering a convenient add-on to grocery shopping.
- Weekly Ads Weekly promotional circular showcasing store specials, coupons, and everyday low prices, available in digital and flyer formats with location-specific offers.
- Store Locator Online locator tool allowing customers to find Fiesta Mart store locations by ZIP code with interactive mapping functionality.
- Recipes Recipe database featuring international cuisines whose ingredients are available at Fiesta Mart, including cooking instructions and featured product ingredients.
- Newsletter Subscription Email subscription service that delivers weekly ads, promotions, and special offers to Fiesta Mart customers.
- Customer Survey Online customer satisfaction survey program offering monthly chances to win one of three $100 Fiesta Mart gift cards in exchange for feedback.
Companies that use Fiesta Mart
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Fiesta Mart technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Fiesta Mart partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and flagship.
- Ria Money TransfercoreFiesta Mart has partnered with Ria Money Transfer to offer in-store Financial Center services. Customers can send money to 160+ countries and territories, pay bills, buy money orders, and cash checks. Ria has processed over $1 billion in money transfers over 30 years. Services are available Monday-Friday 8am-8pm and Saturday-Sunday 8am-7pm.
- DoorDashcoreFiesta Mart offers delivery through DoorDash convenience store platform. Customers can order groceries online and receive delivery via DoorDash. The partnership accepts EBT/SNAP benefits for eligible purchases.
- Uber EatscoreFiesta Mart provides grocery delivery through Uber Eats platform, allowing customers to order groceries for home delivery.
- Chedraui USAflagshipFiesta Mart is part of Chedraui USA, Inc. Chedraui is the parent company and one of the largest Mexican retailers. Fiesta Mart operates as a subsidiary serving Hispanic communities in Texas.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
Fiesta Mart competitors and assessment
Company assessmentMarket position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Customer concentration
Fiesta Mart social profiles
Digital presenceFiesta Mart financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fiesta Mart leadership team
Management profileNumber of profiles
Fiesta Mart funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fiesta Mart M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fiesta Mart
What does Fiesta Mart do?
Fiesta Mart operates a Texas-based supermarket chain of 59+ stores across Dallas, Fort Worth, Houston, and Austin, selling groceries, produce, meat and seafood, deli, bakery, frozen foods, dairy, and a distinctive assortment of Hispanic and international products. The stores also deliver in-store restaurant service (Pepe's Kitchen), financial services such as remittances and bill payment through a Ria Money Transfer partnership, and fuel at select Fuel Center locations, with online ordering via shop.fiestamart.com and delivery through DoorDash and Uber Eats.
Is Fiesta Mart a public or private company?
Fiesta Mart is a private company. It is classified as corporate owned and is currently operating.
When was Fiesta Mart founded?
Fiesta Mart was founded in 1972. It employs 5,001 to 10,000 people.
Where is Fiesta Mart based?
Fiesta Mart is headquartered in Houston, United States, in the North America region.
How does Fiesta Mart make money?
Five revenue lines are on record. Retail Grocery Sales are the primary driver. The others are E-commerce and Delivery, food Service (Pepe's Kitchen), financial Services and fuel Center.
Does Fiesta Mart have an API?
No public API is recorded for Fiesta Mart.